JUMIRANTI Pengarang

ABSTRACT This research located on Rumah Ice Cream at district Jember, East Java. The purpose of this research are (1) To find out influance of product atribute taste (X1) to purchasing decision of consumer at Rumah Ice Cream Jember. (2) To find out influance of price (X2) to purchasing decision of consumer at Rumah Ice Cream Jember. (3) To find out influance of promotion (X3) to purchasing decision of consumer at Rumah Ice Cream Jember. (4) To find out influance of product atribute taste (X1), price (X2) and promotion (X3) to puchasing decision of consumer at Rumah Ice Cream Jember. The analysis technique used in this research is multiple linear regression. From the test result, it can be concluded that: (1) Product atribute taste (X1) has influence to purchasing decision of consumer at Rumah Ice Cream Jember. (2) Price (X2) has influence to purchasing decision of consumer at Rumah Ice Cream Jember but does not significant. (3) Promotion (X3) has influence to purchasing decision of consumer at Rumah Ice Cream Jember but does not significant. (4) Product atribute taste (X1), price (X2) and promotion (X3) simultaneously has influence to purchasing decision of consumer at Rumah Ice Cream Jember. Key words: Atribute product, Purchasing Decisions, Rumah Ice Cream Jember